THE ROLE OF ENTREPRENEURIAL MARKETING IN IMPROVINGORGANIZATIONAL PERFORMANCE IN THE HOTEL BUSINESS
Keywords:
entrepreneurial marketing, organizational performance, innovationAbstract
The hotel industry is face competition is very tight, so there needs to be method creative and flexible marketing. This study aims to examine how entrepreneurial marketing can help increase hotel organizational performance. The method used is qualitative descriptive in a way collect data through interview in-depth, observation, and analysis of documents involving management as well as hotel staff. The results of the study show that the application of entrepreneurial marketing, through continuous service innovation, adjustments experience guests, creativity in marketing, as well as courage and risk management, can produce significant increase in income, level residence, loyalty customers, and the hotel's image. Although thus, there is challenges such as limitations resources, rejection of existing organizational culture, and adaptation to digital technology. Implications from this research highlights the need for human resource development, investment in trusted digital technology, and changes in organizational culture to support the success of marketing strategies innovative in the hospitality sector. This finding contributes both financially and theoretical and practical in developing entrepreneurial marketing in the sector service.
Downloads
References
Archer, Elizabeth. 2018. “Qualitative Data Analysis: A Primer on Core Approaches.” Online Readings in Research Methods (ORIM) : 1–23. https://www.psyssa.com/newsroom/publications/orim/orim-2-2-2/.
Blut, Markus, and Cheng Wang. 2020. “Technology-Readiness-a-Metaanalysis-of-Conceptualizations-of-the-Construct-and-Its-Impact-on-Technology-usageJournal-of-the-Academy-of-Marketing-Science.pdf.” Journal of the Academy of Marketing Science (48): 649–69.
Bunga, AG 2023. “Bisma, Vol 8. No 5, September 2023 ANALYSIS OF THE EFFECT OF SERVICE INNOVATION, COMPETITIVE PRICE AND LOCATION ATTRACTIVENESS ON THE DECISION TO STAY AT HOTEL HARMONI IN IN PONTIANAK.” 8(5): 1366–79.
Van Burg, Elco, Joep Cornelissen, Wouter Stam, and Sarah Jack. 2022. “Advancing Qualitative Entrepreneurship Research: Leveraging Methodological Plurality for Achieving Scholarly Impact.” Entrepreneurship: Theory and Practice 46(1): 3–20.
Catana, Stefan-Alexandra, and Sorin-George Toma. 2021. "Entrepreneurship in the Hospitality Industry. Case Study: Marriott International." Practical Application of Science IX(27): 1–5. https://scholar.google.com/scholar?hl=en&as_sdt=0.5&q=Entrepreneurship+in+the+Hospitality+Industry.+Case+Study:+Marriott+International&btnG=.
Dubey, Nishant Dr. 2022. “Comparative Analysis of Traditional Marketing vs. Digital Marketing Strategies.” Ijirmps 10(2): 2. www.ijirmps.org.
Ezema, Sylva. 2018. "Perspectives on Traditional Marketing and Contemporary Marketing." 20: 34–36. www.iosrjournals.org.
Ghosh, Dipayan. 2018. “How GDPR Will Transform Digital Marketing.” Harvard Business Review : 2–4.
Gouda, Reem Mohamed, and Yasser Tawfik Halim. 2025. "The Role of Sustainable Social Media Content in Enhancing Customer Loyalty in the Hospitality Industry." Future Business Journal 11(1). https://doi.org/10.1186/s43093-025-00516-8.
GOYAL, Arpita, Smita Sucharita MAHAPATRA, Sanghamitra DHAL, and Uma Sankar MISHRA. 2025. “Influence of Entrepreneurial Marketing on Hotel Industry Performance: A Mediation Analysis.” Tourism and hospitality management 31(3).
Hariandja, Evo Sampetua. 2025. "Effects of Innovation and Marketing Capabilities on Service Excellence and Hotel Performance." 8(4): 1841–52.
Hoang, Giang et al. 2024. "Entrepreneurial Leadership Fostering Service Innovation in the Hospitality Firms: The Roles of Knowledge Acquisition, Market-Sensing Capability and Competitive Intensity." International Journal of Contemporary Hospitality Management 36(4): 1143–69. https://doi.org/10.1108/IJCHM-08-2022-0969.
Luo, Xingrui. 2025. “Adjustment of Marketing Strategies for Traditional Hotels in the Context of the Sharing Economy.” Open Journal of Business and Management 13(1): 101–10.
Mathews, Vinitia E. 2000. “Competition in the International Hotel Industry.” International Journal of Contemporary Hospitality Management 12(2): 114–18. https://doi.org/10.1108/09596110010309916.
Napierała, Tomasz, and Kemal Birdir. 2020. "Competition in Hotel Industry: Theory, Evidence and Business Practice." European Journal of Tourism, Hospitality and Recreation 10(3): 200–202.
Raab, Carola et al. 2018. "Creating Strategic Relationships with Online Travel Agents to Drive Hotel Room Revenue." Journal of Hospitality and Tourism Technology 9(1): 125–40. https://doi.org/10.1108/JHTT-10-2016-0069.
Rao, LS Eswhar, and Madhu Yadav. 2023. "A Comparative Study Between Traditional Marketing and Digital Marketing." IJNRD.ORG IJNRD2305174 International Journal of Novel Research and Development 8(5): 2456–4184. www.ijnrd.org.
Sampaio, Carlos, and Mónica Régio. 2022. “Market Orientation and Hotel Industry: Literature Review and Implications for Periods of Market Turmoil.” Journal of Risk and Financial Management 15(11).
Subha, N. 2020. “A Study on Service Quality and Customer Satisfaction in Hotel Industry–an Empirical Study with Special Reference to 3 Star Hotels in Coimbatore.” International Journal of Research in Engineering … (2). https://www.ijresm.com/Vol.3_2020/Vol3_Iss2_February20/IJRESM_V3_I2_85.pdf.
Zeqiri, Adelina. 2024. “From Traditional to Digital: The Evolution of Business Models in Hospitality Through Platforms.” Platforms 2(4): 221–33.
Ziyae, Babak, Hossein Sadeghi, and Maryam Golmohammadi. 2022. “Service Innovation in the Hotel Industry: The Dynamic Capabilities View.” Journal of Enterprising Communities: People and Places in the Global Economy 16(4): 582–602. https://doi.org/10.1108/JEC-12-2020-0205.
